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Human Centred Design Institute Seminar series 2011
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Wen-Chia Wang, Mark Young, Steve Lovewen-chia.wang@brunel.ac.uk
Brunel University School of Engineering and Design
Understanding touch screen mobile phone usersby Taxonomy of Experience (ToE)
University of Technology Sydney School of Design, Architecture and Building
Ian Coxon
What is
User Experience?
‘Every product that is used by someone has a user experience’
Garrett (2003, p.10)
Feel a product
Pleasure
Satisfaction
Looking
Holding
Using
Opening
Closing
Good
Bad
Easy
Difficult
Heard
User
eXperience
It is tangible,Happening all the time,
Cannot be designed,Tricky to capture & share
About the research study
• Categorise users by different operational behaviour with the mobile phone interface
• Establish the guideline for customising the mobile phone users based on the user’s interaction with the mobile phone
• user experience is beyond usefulness and usability of a product
• it might be affected by the user’s internal state, the context and perceptions of the product
• it is subjective, highly situated and dynamic in nature
The importance of experiencing a product is ‘the entire experience, from when I first hear about the product, to purchasing it, to opening the box, to getting it running, to getting service, to maintaining it, to upgrading it’
Norman, 2000
Definition of user experience
User experience-interactions with technology
User experience of users’ interactions with technology is composed by the experiential, emotion and affect, and it is beyond the instrumental.
Hassenzahl and Tractinsky (2006)
• Experimental pilots (Isomursu, 2008) user’s attitudes and expectations
• Emotion (Hole & williams, 2008) emotion sampling
• Concept of the object (al-Azzawi, Frohlich & Wilson, 2008) multiple card sorting
• Judgment of the product (Karapanos & Martens, 2008) repertory grids
Diary, focus groups, surveys, competitive analysis…and so forth
The problem in evaluating user experience
Whilst researchers attempt to transform UX to quantitative data,ToE-SEEing, uncover an understanding of the UX through qualitative analysis.
• Apply ToE-SEEing to understand user experience of operating touch screen mobile phones and the priority of the using experiences
• Introduce the methodology of Taxonomy of Experience (ToE) & its analysis process of SEEing
About this study
• to understand the user’s experience with a product via analysis of their verbal commentary to find the deep meanings
• based on philosophy, methodology and design theory
• to understand an experience by four aspects
Taxonomy of Experience (ToE)
Definition of taxonomy: the science or technique of classificationTaxonomy of Experience: categorise experiences into themes
• SEEing is the analytic process of ToE
• the term ‘SEEing’ attempts to differentiate from the processes of thinking, but still associates with the thinking processes
• uncover an understanding of the user’s experience through qualitative analysis
SEEing-the analysis method of ToE
Experimental Design
Instrument: Vodafone 541
Participants: Twelve participants were recruited from Brunel University 6 currently use a touch screen mobile phone 6 currently use a 12 keypad mobile phone
Experimental design
Task: 5 minutes free trial, use the phone as they wanted
ToE-SEEing process
Step 1: Gathering data and establishing structures
Step 2: Descriptive narratives
Step 3: Sorting fragments into themes
Step 4: Developing meaning(s)
Step 5: Essential elements
Step 6: Super-ordinary elements
Step 7: Weighting of super-ordinary elements
Step 8: Super-ordinary summary words
Step 9: Summary word descriptions
Step 1: Gathering data and establishing structures researchers have to immerse themselves in the experience completely collect the information for writing the descriptions for later steps (e.g. images, sounds, samples)
Step 2: Descriptive narratives transform the data collected in Step1 into a textual format for analysis
ToE-SEEing process
Step 3: Sorting fragments into themes
Sub-themes
Meta-themes (higher level theme configurations)
ToE-SEEing process
Step 3: Sorting fragments into themes
ToE-SEEing process
Sub-themes
Meta-themes (higher level theme configurations)
Step 4: Developing meaning(s)
to find the deeper meanings behind the fragment
to ‘tease out’ the text into different meanings
to accept all ‘possible’ meanings that are contained within the fragment
ToE-SEEing process
Step 5: Essential elements
to filter out the less important meanings
if the element is essential to the experience, or the experience might be different without the element
ToE-SEEing process
Step 6: Super-ordinary elements
to distil the super-ordinary essence of the experience, i.e. the unexpected, novel and hidden aspects of the experience
to isolate those elements of the experience that might not have been seen as an important part of the original design
this process searches for the surprising elements, the unintended impacts of the experience.
ToE-SEEing process
Step 7: Weighting of super-ordinary elements
to weight which super-ordinary elements are more ‘powerful’ of the essential elements of the experience by Likert rating 1-7
ToE-SEEing process
Step 8: Super-ordinary summary words
to use word metaphors to synthesise ‘what is the collective meaning behind these elements’?
For example:The super-ordinary element of ‘no risk means no fun’, could essentially be a statement about ‘freedom to enjoy danger’
ToE-SEEing process
Step 9: Summary word descriptions
to summarise Steps 6-8
to present the understanding of the experience to someone who does not understand the meaning of the super- ordinary words by 1-2 narrative paragraphs
ToE-SEEing process
Result elements of user experience with Vodafone 541
Understanding-from the headUsers expected to understand how to operate the phone before using it• show instructions• demonstrate the phone
Others: comfortable, intimacy and so forth.
Result elements of user experience with Vodafone 541
Understanding-from the headUsers expected to understand how to operate the phone before using it• show instructions• demonstrate the phone
Experienced and familiar-from daily life and history
Users compared the phone with previous experience• same way as using computer• detect mistake & help
Others: comfortable, intimacy and so forth.
Result elements of user experience with Vodafone 541
Understanding-from the headUsers expected to understand how to operate the phone before using it• show instructions• demonstrate the phone
Experienced and familiar-from daily life and history
Users compared the phone with previous experience• same way as using computer• detect mistake & help Freedom-from the operation
Small size, cross functions without starting from the main menuSpecific-from the physical
Information from the physical phone; different position might only for operating specific tasks
Share-from the data & mindLink to the internet affect users’ pleasure to share information• easy to carry with• show off the phone
Others: comfortable, intimacy and so forth.
• ToE-SEEING helps this study to discover users’ experience step by step whether the experience comes from history or was produced whilst using the object;
• The elements of this study not only reflect the user’s expectation of the product, but also highlight the components that the user cares about most; such as: instructions on the phone, able to dominate the phone, size of the phone, share life with friends and so forth.
• The elements expose the lack of the interface design;
• ToE-SEEing helps to improve design guidelines;
• Understanding user experience should take place before conducting DESIGN
Conclusion
Thanks for your attentionE-mail contact: mepgwcw@brunel.ac.uk
any questions?
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